One year after selling 4,000 copies in his first week, Ryan Lee has sold 25,000 copies of Retire in 10 Years or Less. And when people who read his book complete the first step of its companion course and then book a call, 53% of them buy his program. In this episode, Steve J Larsen and Ryan break down the launch, the funnel, and the numbers.

In this episode:

• Why Ryan paid a New York Times bestselling co-author for 18 months, then wrote the book himself
• His wife’s publisher “did exactly nothing”
• The book launch summit: 30+ experts, including Robert Kiyosaki and Ed Mylett, answer one question
• A free 3-day live event, and buyers who bought 100 copies at a time
• QR codes at the end of every chapter that turn Amazon buyers (about 200 a day) into leads
• Close rates by where the lead came from: stage 3%, podcast 10%, book buyers 15%, book buyers who started the companion course 53%
• Why Ryan is cutting 80% of his stage travel
• “Your dream has to be bigger than your excuse”

Timestamps:
00:00 Intro
00:45 Who Ryan Lee is
03:20 Ryan joins
04:00 18 months of drafts, then he wrote it himself
06:00 Publishers “do exactly nothing”
07:30 Expert Secrets’ first month vs. Ryan’s first day
08:15 25,000 copies in one year
09:00 The book launch summit with 30+ experts
11:00 The free 3-day event and “buy the book”
13:00 Why the summit can’t be about your book
14:15 Book bundles and 100-copy buyers
16:20 QR codes in every chapter
17:40 Turning the summit recording into an upsell
19:30 Close rates by where the lead came from
22:00 Cutting 80% of stage travel
23:40 Ben Hardy: your goal decides your book
25:00 The companion course as a second book
30:00 Six months to build the launch
32:30 Your dream has to be bigger than your excuse

Links:
Get Ryan’s book and see his funnel: https://retirein10years.com
Ryan Lee: https://ryandlee.com
StageBook: https://stagebookbook.com
Record a question for the show: https://thewealthyauthor.com